“But considered that, in the context of an ad focused on the alleviation of back pain, and given the product name, viewers were likely to understand that Nurofen Join and Back was specifically designed to relieve back and joint pain, rather than pain generally.”

The ASA ruled that the text stating that it could be used for other aches and pains was not sufficiently prominent.

The ASA spokesman added: “The ad must not appear again in its current form.

“We told RB UK Commercial Ltd to ensure they did not imply that Nurofen Joint and Back had a special mechanism which meant it specifically targeted back and joint pain if that was not the case.”